Korea is unstoppable. Even the Oxford English Dictionary had to admit as much in 2021 when it recognized “Korean wave” as the official term to describe the surging worldwide popularity of K-Pop, Korean drama, Korean animation, fashion, cosmetics, food, technology, and Gangnam Style. What began in the 1990s as a cheap alternative to pricier Japanese exports has rapidly spread throughout East Asia, Southeast Asia, and beyond, as Korea now makes the most of this soft power to bring significant economic benefits through both exports and tourism.
This cultural onslaught has been so successful, however, that younger visitors – and around 35% of tourist arrivals are under 30 – might overlook the more traditional aspects of Korean culture. This would be a pity, and one man who might agree is Michael Ahn, the CEO of Rakkojae Collection, and a passionate hotelier who aims to bring Korea’s past right back to the present, and on into the future.
Where Rakkojae meets Albergo Diffuso
The name “Rakkojae” hints at what is to come, as it refers to “a place where one can enjoy the traditions of times past and rest one's soul”. This is exactly what has been achieved at the two different Rakkojae properties – although calling them properties in the usual hotel sense might rather miss the concept, as Michael goes on to explain.
The Ahn family based the Rakkojae Collection upon the “albergo diffuso” idea, which originated in Italy as a way of accommodating guests in hotel rooms dispersed throughout a historic village in different buildings, but all under the same ownership. The model can serve as a way of preserving historic locations and allowing visitors to immerse themselves in the local way of life. In the Korean context, this involves “hanoks”, which are traditional Korean houses dating back to the 14th century and the Joseon Dynasty.
Hanoks have a unique architectural style and are designed in harmony with nature, using natural materials like wood, stone, and clay. The layout varies according to the local climate, as colder locations required an arrangement around a central courtyard to help retain heat, whereas warmer areas used a more open design to assist in cooling.
In developing the Rakkojae Collection, Michael has created a unified brand across different hanok properties under a village hotel concept, while ensuring that the service quality matches that of the finest 5-star hotels. Staying in separate Rakkojae hanok guestrooms located in different parts of the village, guests can experience an intimate, community-centric local lifestyle, bringing traditional Korea to the forefront. The two Rakkojae Collection sites currently in operation are the Rakkojae Andong Hahoe in central Korea, and Rakkojae Seoul Bukchon.
Rakkojae Andong Hahoe - a UNESCO World Heritage Site
Rakkojae Andong Hahoe opened in 2009 and offers guests a chance to experience Korea's rich cultural heritage in the heart of the UNESCO-inscribed Hahoe Folk Village. Known for preserving its ancient traditions for over 600 years, the village is recognized as Important Folk Property No. 122 by the Korean government. Rakkojae Andong Hahoe consists of four traditional “choga” houses, each equipped with private bathrooms, and features a yellow-mud sauna for guests to enjoy a healthy, relaxing retreat. It is the only traditional accommodation within the village, making it a special destination for those seeking peace and tradition.
Guests can immerse themselves in the tranquility of the village, whether stargazing through stone fences, wandering moonlit paths, or admiring the architecture. A short ferry ride offers access to the nearby Buyongdae Cliff, providing panoramic views of the village and the Nakdong River.
Rakkojae Seoul Bukchon
The Rakkojae Seoul Bukchon site comprises two hotels: Rakkojae Seoul Main Hanok, and Bukchon Binkwan. Rakkojae Seoul Main Hanok is a 140-year-old heritage house surrounded by bamboo and pine trees, meticulously restored in 2003 by Human National Treasure, and offering five rooms including a house and gatehouse. Guests can immerse themselves in the true elegance of Korean traditional culture, from savoring traditional Korean cuisine and experiencing a tea ceremony to relaxing in the yellow-mud sauna, trying on a royal hanbok, or making kimchi. While comfort is assured, it is also possible to experience the sensation of sleeping on a natural jade ondol floor – the traditional way to keep warm in the winter, where natural wood smoke heats the stone floor from below.
Bukchon Binkwan opened in 2022 in collaboration with the Seoul Metropolitan Government to provide meditation-themed hanok stays with the most pristine views in Bukchon Hanok Village. It is also home to The Living Room Korean Tea House, which serves a wide selection of handmade Korean herbal teas inspired by oriental herbology. Originally built in the 1930s by Sekwon Jung, a key figure in the development of Bukchon Hanok Village and the modernization of hanok architecture, Bukchon Binkwan has been renovated to blend panoramic views of old and new Seoul with peaceful meditation and a hot cup of tea, providing a deep sense of calm for travelers who are ready to slow down and appreciate Korea’s fascinating past.
Modern Korea is an amazing destination which holds a special place in the imaginations of foreign visitors, especially those from nearby Asian countries who have fallen under the Korean wave spell – but the true identity of Korea is rooted in its past, and a stay at Rakkojae is an invitation to witness this enduring beauty firsthand, and experience traditional Korea in a unique setting.